Formula 1 has announced a global licensing partnership with Mattel, Inc. This multi-year collaboration is designed to bring F1-themed Hot Wheels products to life with a 1:64 scale version. The partnership's flagship release is a limited-edition die-cast car that boasts a full-metal body chassis, interchangeable tires, and a custom Hot Wheels racing livery marked with the number '68.
' This special edition product is now available to pre-order through . Looking ahead to 2025, fans can anticipate a comprehensive range of Hot Wheels offerings featuring detailed replicas of team cars and exclusive collector items. Emily Prazer, Chief Commercial Officer of F1, : "This exciting collaboration with Mattel will bring together the adrenaline of motor racing and the excitement of toy cars and provide opportunities to see the fine details that go into an F1 car, all in the palm of your hand.
"It's more than just a partnership; it's a celebration of speed, creativity and innovation that will bring fans a new way to engage with the sport." With a presence in over 150 countries, Hot Wheels has been a leading force in the toy market, evident from its record-holding 1:64 assortment, the best-seller toy category worldwide in 2023 according to Circana. Over the past five decades, the brand has reached an impressive milestone, having sold over eight billion cars globally.
Roberto Stanichi, EVP of Hot Wheels, explained: "Hot Wheels has always been about nurturing the challenger spirit, so the part.
